Demystifying Image Formats: How to Choose the Right One

Which logo file should I use? What’s the difference between CMYK and RGB? Does it even matter if I export to PNG or JPG? No-one will know the difference anyway, right?

The short answer: yes, it matters and yes, people will know. They might not know which specific format you’ve used, but they will know something doesn’t look right. So how do you choose the right image format? Read our handy guide below! You have questions about image and logo files, and we’re here to answer them.

Graphic Type

Pixel

A pixel image (also called a raster image) is made up of tiny squares that form the larger image. These squares are called pixels. How can you tell if you’re looking at a pixel graphic? There’s an easy check. Zoom in on an image, and if it’s a pixel image, you’ll start to see the little squares within the image.

Vector

Vector file graphics are stored as a mathematical equation. The shapes in the image are mapped out mathematically, so they will always readjust to keep their original shape. If you zoom in, you won’t see pixels – just smooth lines or unbroken curves.

Colour Format

CMYK – Print

CMYK refers to the colour printing process. It stands for Cyan, Magenta, Yellow, Black (or Key Plate). CMYK should be used for any document where the file will be printed.

RGB – On Screen

RGB refers to the system for representing colour and images on electronic screens. It stands for Red, Green, Blue. RGB should be used anywhere the file will be displayed on a screen.

File Type

JPEG

JPEG is short for Joint Photographic Expert Group.

JPEGs (or JPGs) are pixel based images and one of the most commonly used formats for images and photography. This format is best used for printing and emailing.

PNG

PNG is short for Portable Network Graphic.

It is an image type commonly used in on-screen applications. PNGs can provide a transparent background and/or a semi-transparent image. They also display text and vector elements without losing quality.

PDF

PDF is short for Portable Document Format.

This is a file format for capturing and sending electronic documents in the exact, intended format – for example, when you want to preserve formatting on a report or image. A PDF can be viewed, printed or sent to someone else. PDFs are not easily editable.

EPS

EPS is short for Encapsulated PostScript.

This format is a Vector graphic which is stored as a mathematical equation. EPS files are editable and resizeable. You would supply this file when working with a sign writer, and they would then open it in a specialised design application like CorelDRAW or Adobe Illustrator.

SVG

SVG is short for Scalable Vector Graphics

SVG is a vector graphic file used for describing two-dimensional vector graphics, which can be both static and dynamic (i.e., interactive or animated). SVGs are widely used for web graphics, allowing images to be scaled and resized without losing quality.

WebP

WebP stands for “Web Picture.”

It is a modern image format developed by Google for the web. The goal of WebP is to provide efficient compression and good quality, making web pages load faster by reducing image file sizes.

In summary, we’ve provided a handy guide below for choosing the right format.

Do you have a favourite logo format? Have we missed one of your must-haves? Let us know in the comments!